This case study describes the launch of two new product capabilities - Accenture Digital and Accenture Strategy - by international management consultants Accenture. View Summary

This case study describes the launch of two new product capabilities - Accenture Digital and Accenture Strategy - by international management consultants Accenture.

Accenture needed to drive awareness of and content engagement for its new products in a hard-to-reach C-Suite audience.

Extensive research with the target established the marketplace perception of these capabilities and ensured the ads were relevant and differentiating.

A focused media strategy included airport domination and engaged the audience through digital, social and print, whilst the creative ignored B2B conventions of bland headlines and dull stock images using striking visual metaphors and bold text instead.

Thousands of executives from across more than 600 client companies visited web pages for each product, including over 84% of its top Diamond Clients; and requests for services increased by more than three times.

This case study describes how Core Media, Ireland's largest media-buying group, created the world's first internet-powered moustache to support the charity Movember and demonstrate the collective talent, expertise and passion of the agencies within the group. View Summary

This case study describes how Core Media, Ireland's largest media-buying group, created the world's first internet-powered moustache to support the charity Movember and demonstrate the collective talent, expertise and passion of the agencies within the group.

Core Media's teams are increasingly challenged to be creative and innovative, embrace new technology and emerging media, and deliver big ideas and experiences for clients, and they wanted to prove they could meet these challenges.

It was decided to create something for a good cause, and the well-known charity Movember - held annually during the month of November, during which men are sponsored by friends and family to grow a moustache ('mo) to raise money for men's health charities and raise awareness of men's health issues - was chosen.

The tone and style of Movember is fun, and the resulting conversation and content out of men's attempts to grow 'mos of all shapes and sizes is bizarrely entertaining, and out of these insights and ambitions came the idea for CoreMo, the world's first internet-powered moustache.

The agency built a 5-metre wide mechanical ginger moustache, hoisted it onto the roof and connected it to the internet; every time it received an online donation for the agency's Movember fundraiser, the giant 'mo grew a corresponding amount, raising a total of over â‚¬11,000.

3

TLC Marketing UK: Join the campaign to Add Value Everywhere

Includes video content

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Trends

Best Practice

Direct Marketing Association - UK, Bronze, DMA Awards, 2014

This case study describes a campaign by TLC Marketing, a rewards company based in the UK, which targeted senior brand marketers to increase awareness of its services. View Summary

This case study describes a campaign by TLC Marketing, a rewards company based in the UK, which targeted senior brand marketers to increase awareness of its services.

This case study explains how QualitySolicitors, a network of solicitors in the UK, took a new approach to the category to build trust, by making the brand feel more personable and approachable. View Summary

This case study explains how QualitySolicitors, a network of solicitors in the UK, took a new approach to the category to build trust, by making the brand feel more personable and approachable.

QualitySolicitors were hampered by a general feeling of mistrust of the legal sector throughout Britain and wanted to change this mind-set for the better.

On a budget which was a 10% reduction of the previous year, QualitySolicitors launched a campaign focused on making legal professionals feel approachable, dropping the confusing legal jargon and the iconography of men in suits that people find so off-putting.

The campaign turned around a traditional autumn slump in sales, boosting site visits by 40%, leads in September-December by almost 50%, and increasing the quality of leads by 20%.

5

The Design & Technology Association: We believe in D&T

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Best Practice

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study outlines a lobbying campaign by The Design and Technology (D&T) Association to persuade the UK Government to retain D&T as a compulsory subject taught in British schools. View Summary

This case study outlines a lobbying campaign by The Design and Technology (D&T) Association to persuade the UK Government to retain D&T as a compulsory subject taught in British schools.

Under proposed changes, the only subjects guaranteed to remain as a statutory, compulsory part of the National Curriculum were English, Mathematics, Science and Physical Education.

The D&T Association needed to communicate the long-term economic dangers of excluding D&T from this list - including deskilled children, fewer engineering graduates, less innovation and slower growth - despite being an expensive subject to provide in schools.

The resulting "We Believe in D&T" campaign used endorsements from the business community to target key government departments, utilising one-to-one meetings with policy makers, supported by events, a website, a petition and video.

The UK Government reversed its decision eight months after the original announcement, by confirming that D&T would now be a compulsory school subject.

This case study explains how JCDecaux, the outdoor advertising company, promoted its new ad product which integrates social media with digital out of home ads in the UK. View Summary

This case study explains how JCDecaux, the outdoor advertising company, promoted its new ad product which integrates social media with digital out of home ads in the UK.

Over the past few years, most traditional media have embarked on a new stage in their evolution, and outdoor is no exception: posting cycles for hanging posters have become real-time pushes and static has morphed into dynamic.

Examples are given of projects with Dove, the personal care brand owned by Unilever, a new Volkswagen car model and the launch of a new Burberry store.

Allowing interactivity between the ads and passing people led to engagement across social media.

The company has experienced a 1,500% increase in dynamic campaigns, 85 social campaigns to date, and revenues running into millions.

7

CBS Outdoor: Look for Longer

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Best Practice

Design Business Association, Bronze, Design Effectiveness Awards 2014

This case study describes how CBS Outdoor, the outdoor advertising company, redefined its brand proposition to better differentiate it and its competitors in the UK. View Summary

This case study describes how CBS Outdoor, the outdoor advertising company, redefined its brand proposition to better differentiate it and its competitors in the UK.

The new proposition became 'engaging urban audiences', with an 'extended engagement' media offering, which provides a deeper level of audience engagement, recall and interaction.

CBS Outdoor demonstrated this idea with the 'Look for Longer' viral campaign, launched across the London Underground network in 2012.

A cryptic poster challenge prompted consumers to complete the challenge online via a URL, and share the campaign clues with the hastag #lookforlonger.

The campaign led to 297,205 unique visits to the 'Look for Longer' site, with 66 minutes average dwell time and 12,119,901 answers submitted.

This case study demonstrates how a design company used a promotional event to grow its business to become the UK's leading specialist property marketing company. View Summary

This case study demonstrates how a design company used a promotional event to grow its business to become the UK's leading specialist property marketing company.

Squeeze Design worked in property marketing with retail property agents and landlords until the recession in 2008, which impacted on Squeeze's core business.

Through the need to find new revenue, Squeeze launched CompletelyRetail.co.uk - a database of every major retail scheme in the UK.

Visitor numbers grew steadily following launch but in order to generate greater use, the company hosted a deal-focused networking event - Completely Retail Marketplace - for both existing and prospective clients.

The event caused visits to the website to triple within six months, driving unprecedented growth for Squeeze Design and the strength of the brand led to renaming the company to The Completely Group.

9

Using international survey data to build a go-to-market strategy for the family business sector

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Trends

Best Practice

Ann Morgan and Oriana Pound, MRS Awards, Finalist, December 2013

This article explains how PricewaterhouseCoopers, the professional services company, redeveloped its annual family business research in order to make it more comprehensive. View Summary

This article explains how PricewaterhouseCoopers, the professional services company, redeveloped its annual family business research in order to make it more comprehensive.

Family businesses account for over 70% of business globally, but are often overlooked.

New objectives for the survey were set, and a new research provider selected.

A combination of qualitative and quantitative research was used to develop insights, which were then made available to businesses online in a microsite.

This site received more than 18,000 hits in the first month.

Overall, there was a 63% increase in visits to the website, with a 76% increase to the regional summaries.

10

Golden Charter: Promoting local independent funeral directors

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Trends

Best Practice

Direct Marketing Association - UK, DMA Awards, Silver, 2013

This case study describes a campaign by Golden Chartered, the prepaid funeral planning company, to promote local independent funeral directors using direct mailings, with a low budget. View Summary

This case study describes a campaign by Golden Chartered, the prepaid funeral planning company, to promote local independent funeral directors using direct mailings, with a low budget.

Postal sector profiling allowed younger, less affluent people to be targeted, as research had found these were more likely to take up pay monthly funeral plans.

Communications emphasised peace of mind for relatives, and value of the plans.

ROI was £9 for every £1 spent, with funeral directors convinced that changing their marketing activity is valuable.

This case study describes a campaign by the Belgian Association of Communication Companies, an industry association, which sought to convince marketers that direct marketing was still useful. View Summary

This case study describes a campaign by the Belgian Association of Communication Companies, an industry association, which sought to convince marketers that direct marketing was still useful.

The association had observed a move away from direct marketing towards digital.

A series of direct mailings were sent to creative teams encouraging them to enter a future awards ceremony in the US.

Of the entries received, the association entered five in the competition and paid for one team to attend the awards.

This case study describes a campaign in Argentina by MG54, a digital communications agency, which used a celebration of an historical event to raise awareness of the agency. View Summary

This case study describes a campaign in Argentina by MG54, a digital communications agency, which used a celebration of an historical event to raise awareness of the agency.

The company wanted to raise its profile on social media and chose the celebration of Argentina's May Revolution to do so.

Twitter was to tell the story of the revolution from the perspective of historical figures.

Press releases were sent to schools, universities and members of the press to promote the online event.

Overall, the campaign reached 7.7 million people.

13

Balance Accountants Rebrand

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Trends

Best Practice

Design Business Association, Silver, Design Effectiveness Awards 2013

Rogers and Co, a small accountancy firm in the North of England, felt stifled by a traditional image and an unclear brand proposition. View Summary

Rogers and Co, a small accountancy firm in the North of England, felt stifled by a traditional image and an unclear brand proposition. To adopt a more modern approach and to re-define its brand identity, a full company rebrand and name change (to Balance Accountants) was implemented. A bright yellow colour scheme was chosen for differentiation and to reflect the company’s renewed sense of vigour. Meanwhile, a new website repackaged existing services into easy-to-understand products. Balance Accountants now has active engagement on social media, staff morale has increased across the company, with renewed confidence and pride in the business. Net profitability grew 500% in the first year post rebrand and continued to grow by 25% in 2011/12, while fee charges remained unchanged. Meanwhile, time recoverability increased by 8% to 105%, putting the company into the top 5% of practices in the UK.

Starcom MediaVest Group, a media agency which describes itself as a Human Experience Company, developed a unique approach to unlocking global insights for its clients with the creation of its Global Sensing Investigation program. View Summary

Starcom MediaVest Group, a media agency which describes itself as a Human Experience Company, developed a unique approach to unlocking global insights for its clients with the creation of its Global Sensing Investigation program.

Several times a year, 125 strategists in more than 35 countries spend 10 days immersing themselves in a topic before reporting back for a central team to craft a global perspective on the subject.

In this way, a real-time snapshot is made available within weeks, with the group claiming to uncover universal truths as well as specific local insights.

ShopperScope is a tool that aims to make sense of shopper paths to purchase, which have grown increasingly complex over recent years. View Summary

ShopperScope is a tool that aims to make sense of shopper paths to purchase, which have grown increasingly complex over recent years.

The tool aims to bring the shopper's journey to life.

ShopperScope uses both qualitative and quantitative research methods and analysis to complete the bigger picture.

Included is a case study of ShopperScope in action: the client used the tool to uncover four distinct shopper types and unique engagement opportunities.

It also created a shopper experience model to bring the shopper's holistic journey to life.

The tool's final output was the actionable recommendations for the brand based on the learning.

16

FCC - Citizen Services: Bin the Worst of 2011

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - US, Bronze, ECHO Awards, 2012

FCC, a municipal services contractor in many Spanish cities, wanted to reposition itself with an approachable message - Citizen Services - that would speak to the end-users of services such as waste collection. View Summary

FCC, a municipal services contractor in many Spanish cities, wanted to reposition itself with an approachable message - Citizen Services - that would speak to the end-users of services such as waste collection. Its 'Bin the Worst of 2011' campaign ran over Christmas and New Year and featured the company's own employees delivering 50,000 bin bags across Madrid on December 29th, printed with the words Unemployment, Crisis and Risk Premium. A New Year's Day collection would then symbolically get rid of a bad year. The initiative was filmed and turned into a viral video, while opinion leaders were also asked to spread the message. Viewings of the video were 240% over target, and some €43,000 of publicity was generated.

17

Ogilvy & Mather: Ogilvy Notes

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Trends

Best Practice

Direct Marketing Association - US, Bronze, ECHO Awards, 2012

Many brands and agencies attending the SXSWi conference in the US spend large sums on parties and marketing, but the agency Ogilvy sought to use a different approach that could offer more effective exposure at a fraction of the price. View Summary

Many brands and agencies attending the SXSWi conference in the US spend large sums on parties and marketing, but the agency Ogilvy sought to use a different approach that could offer more effective exposure at a fraction of the price. Oglivy Notes set out to add value by capturing the big ideas at the conference and transforming them into an easily digestible, daily series of visual notes based on the most popular keynotes and panels. In the process, it hoped to establish Ogilvy as a different kind of agency and create opportunities to attract new business. Ogilvy far exceeded its targeted response and awareness rates; it also received requests to attend other conferences and events, so turning a niche execution into a global communications product.

18

Mobile Marketing Association (Spain): The President's Mobile

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Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - US, Bronze, ECHO Awards, 2012

Realising that many chief marketing officers are not familiar with the world of apps, the Mobile Marketing Association (Spain) created the Mobile Apps White Paper. View Summary

Realising that many chief marketing officers are not familiar with the world of apps, the Mobile Marketing Association (Spain) created the Mobile Apps White Paper. And since the paper coincided with the presidential elections, the MMA launched an initiative to get citizens to recommend or invent apps for a mobile for the next President of Spain. An internet video highlighted the need for a president to have a good mobile phone and directed viewers to a website where they could leave their recommendations and also download the white paper. A phone containing the most-voted-for apps was sent to the winning presidential candidate. The white paper itself was downloaded more than 10,000 times.

19

e|ou mkt de relacionamento: Glove

Includes video content

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Trends

Best Practice

Direct Marketing Association - US, Bronze, ECHO Awards, 2012

Brazilian direct marketing agency e|ou needed to engage large national and multi-national companies that ran direct marketing departments in order to attract new clients. View Summary

Brazilian direct marketing agency e|ou needed to engage large national and multi-national companies that ran direct marketing departments in order to attract new clients. It therefore created a direct mailer that contained a pair of boxing gloves – referencing the company's commitment to fight for its clients – and a champion's belt because it had won an "agency of the year" prize. From 185 direct mailings, there were 51 meetings, 11 proposals and they won two accounts, generating a profit of US$1.2m.

20

Shackleton: Cacambiator

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - US, Bronze, ECHO Awards, 2012

Spanish advertising group Shackleton was looking for an impactful Christmas greeting as a way of reaching potential new clients and reinforcing links with existing ones. View Summary

Spanish advertising group Shackleton was looking for an impactful Christmas greeting as a way of reaching potential new clients and reinforcing links with existing ones. So it created the Cacambiator, a machine that swaps your worst Christmas gifts for something decent. Machines were fitted into three vans which visited 100 companies in Madrid and Barcelona, including TV channels, all of which were notified by email beforehand. A website and PR also spread the message so successfully that extra days were added to the itinerary so the general public could have a go at using the Cacambiator. All the tasteless gifts received were subsequently sold with the money raised going to charity.

21

Brandtology: SG party time

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Prize for Asian Strategy, Entrant, 2012

Social media company Brandtology saw an opportunity to use the Singapore General Election as a way to challenge existing media giants and establish its name. View Summary

Social media company Brandtology saw an opportunity to use the Singapore General Election as a way to challenge existing media giants and establish its name. Online conversations on the election were turned into a dynamic, interactive infographic-based website. Brandtology's minute-by-minute sentiment analysis meant visitors could see how people felt in each constituency, and even about each party. SG Party Time became the emotional barometer for the nation, garnering over 252,000 page views and generating S$230,000 worth of earned media value.

Ortigas, a property developer in the Philippines, promoted Viridian, a luxury residential condominium, to older Filipino Chinese buyers. The campaign took advantage of their knowledge of feng shui, since experts claim Greenhills is at the 'belly of the dragon', an auspicious location. This formed the basis of the advertising campaign, with materials featuring a gold dragon - gold being the colour representing luck to the Chinese - and the colour red - associated by the Chinese with joy and good fortune. A tri-media campaign used TV to raise awareness, out-of-home to remind the market, and transit and print to give compelling reasons to buy a unit in Viridian. The reception to the campaign was positive, as reflected by average monthly sales of US$3m during 2012.

23

PHD Philippines Big Hug: An Anniversary Milestone

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Prize for Asian Strategy, Entrant, 2012

PHD Philippines, the media agency, wanted to raise enough money to enable Habitat for Humanity, a non-profit Christian ministry working to help assemble responsible and self-reliant communities, to build two houses. View Summary

PHD Philippines, the media agency, wanted to raise enough money to enable Habitat for Humanity, a non-profit Christian ministry working to help assemble responsible and self-reliant communities, to build two houses. It focused on activating cultural values of sharing and giving by designating 18 February 'Big Hug' day and creating 'Big Hug' tee-shirts which were sold to raise funds. The campaign was run on multiple channels, with television and celebrity endorsements used to create maximum awareness and print, outdoor, social media and direct marketing amplifying its reach. The campaign exceeded its goals with two-thousand tee-shirts sold, raising US$22,500, which was enough to build five houses.

24

Saathi Bachpan Ke: The second mother's revolution!

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Prize for Asian Strategy, Entrant, 2012

ABT Associates, the US consultancy, was looking at ways of tackling the issue of diarrhoea deaths in the state of Uttar Pradesh, India, where it was a major killer of children up to five years of age. View Summary

ABT Associates, the US consultancy, was looking at ways of tackling the issue of diarrhoea deaths in the state of Uttar Pradesh, India, where it was a major killer of children up to five years of age. The number of deaths could be halved through easily available interventions such as handwashing with soap, but it was difficult to reach mothers, who were often illiterate and conservative, and suspicious of outsiders' motives. The campaign insight was that changing behaviour required the involvement of the eldest child in a family, who traditionally looks after younger siblings. The Saathi Bachpan Ke initiative came alive in 30 slum schools across three cities, with the voluntary participation of 6,000 children and 1,800 caregivers. Older children, the 'second mothers', were kept engaged through a series of simple educational activities. Awareness increased to 60% of the slum population as a result.

25

World Gold Council, India: Don't spend on Diwali, invest in gold

Includes video content

Recommended by Warc editors

Trends

Best Practice

Yousuf Rangoonwala, Warc Prize for Asian Strategy, Entrant, 2012

The World Gold Council India wanted to reach a new audience in order to boost sales of gold during the festival of Diwali, which is traditionally associated with prosperity. View Summary

The World Gold Council India wanted to reach a new audience in order to boost sales of gold during the festival of Diwali, which is traditionally associated with prosperity. It targeted a non-traditional audience of urban men, aged 25 to 49 years old, with multi-channel communications including humorous television, outdoor and radio advertising contrasting the lasting value of gold with the short life span of other consumer products (e.g. electronics). By positioning gold as both a good financial investment and a meaningful emotional investment it was able to increase sales by 15% despite a 52% year-on-year rise in gold prices.